Paid Search Performance Metrics
Search Marketing Performance Benchmarks, Worldwide
Geography:
Overall
Paid Search
by Search Engine
Paid Search CPC
Paid Search CTR
Share, by Search Engine
Search Referrals
by Industry
Paid Search CPC
Bing Paid Search CPC
Google Paid Search CPC
Paid Search CTR
Bing Paid Search CTR
Google Paid Search CTR
Geography:
Worldwide
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Paid Search Ad Performance Metrics, Worldwide

TimeframeQ1 2019Q2 2019Q3 2019Q4 2019Q1 2020
Click growth
25.0%
23.0%
15.0%
9.0%
4.0%
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Cost per click (CPC)
$0.60
$0.60
$0.60
$0.63
$0.58
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– CPC growth
-11.0%
-10.0%
-7.0%
-3.0%
-3.0%
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Clickthrough rate (CTR)
2.4%
2.5%
2.5%
2.2%
2.4%
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– CTR growth
-7.0%
-14.0%
-10.0%
1.0%
-1.0%
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Impression growth
36.0%
41.0%
29.0%
8.0%
5.0%
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Spending growth
11.0%
10.0%
7.0%
6.0%
1.0%
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Source: Kenshoo

Note: represents activity on the Kenshoo platform, broader industry metrics may vary

Additional Note: growth represents year-over-year change

Methodology: Data is from the quarterly Kenshoo report titled "Digital Marketing Snapshot." Data is based on more than 500 billion impressions, 14 billion clicks and $6 billion in advertiser spending across search and social platforms worldwide. Kenshoo has over 3,000 clients across 20 vertical industries and 60 countries that advertise on Baidu, Bing, Facebook Audience Network, Google, Yahoo, Yahoo Japan and Yandex ad networks for all device and OS types. Outlier data has been excluded. Kenshoo is a software company that engineers cloud-based digital marketing solutions and predictive media optimization technology.